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Tokyo, Japan – Sony Group Corporation has announced a strategic business alliance with Bandai Namco Holdings Inc., which includes the acquisition of a 2.5% stake in the entertainment company for approximately JPY68 billion ($464 million). The transaction involves Sony purchasing 16 million Bandai Namco shares from existing shareholders.

Partnership Objectives

The collaboration aims to capitalize on the increasing global demand for Japanese intellectual property, particularly within the growing anime sector. Both companies intend to leverage their combined strengths to expand fan communities globally and develop “new and emotionally moving experiences” for audiences. This alliance broadens the scope of their existing partnerships across various entertainment fields, including games, anime, and music.

Collaboration Details

Under the terms of the alliance, Bandai Namco will gain access to Sony’s production and distribution capabilities in anime and video content, as well as its merchandising resources. The companies plan joint development and promotion of anime and manga properties and technical collaboration on experiential entertainment. The partnership also includes initiatives for creator support, joint development of entertainment technologies and services, and potential co-investments focused on fan engagement.

Executive Commentary

Momoi Nobuhiko, Executive Vice President of Bandai Namco Holdings, stated, “The Bandai Namco Group promotes an IP axis strategy that aims to maximize IP value by leveraging the appeal and worldview of IP, providing the optimal products and services at the optimal timing in the optimal regions. We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities across various entertainment fields with Bandai Namco’s IP axis strategy.”

Mitomo Toshimoto, Sony’s Chief Strategy Officer and Representative Corporate Executive Officer, commented, “Through this partnership, we aim to co-create an array of content and experiences that exceed expectations and deliver Kando (emotion) to even more fans.” He added that Bandai Namco’s “outstanding capacity for multidirectional expansion of diverse IP and deep connections with fans at real touchpoints” are key to expanding Sony’s global reach, aligning with Sony’s Creative Entertainment Vision strategy.

About Sony Group Corporation

Sony Group Corporation is a multinational conglomerate focused on entertainment, technology, and financial services. Its diverse portfolio includes electronics, gaming (PlayStation), music (Sony Music), film (Sony Pictures), and financial services, aiming to deliver Kando (emotion) through innovation and creativity worldwide.

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